This is YouTube Kids, released earlier this year in February. As the name suggests, it's a custom YouTube app built around giving children access to certain kid-friendly videos. Seems pretty straightforward, right?

But the complaint points to specific unboxing vids, such as this one, which it says essentially serves as a 7.5 minute-long advertisement for McDonald's.

The same YouTube channel, ToysReviewToys, has a partnership with Disney's Maker Studios. The complaint argues that with the relationship undisclosed, kids can't tell if they're watching paid endorsements or independent videos.

The FTC is fickle when determining what advertisements can be shown to children 12 and under and has had rules in place since the 1970s to protect them from being unfairly targeted.

Limitations such as what specific advertisements can be shown in between shows and how many total minutes of adverts can be shown per hour are put in place in order to protect children, which the FTC says don't have the cognitive ability to switch between commercials and programming.

For its part, YouTube says it consulted with numerous child advocacy groups before launching YouTube Kids and is always open to feedback. The FTC has yet to make a statement in response to the complaint.